Precisely, it means that Benetton is committing to a timeline for eliminating all dangerous chemicals from its supply process, transition set to be completed by 2020.

The company, generating an EUR 2 billion annual turnover and having a network of 6 500 stores spanning 120 countries, is one of a series of, so far, 13 other clothing groups having agreed to abide by the toxic free fashion objective. Greenpeace hopes for Benetton to be blazing a trail towards more high fashion endorsements to the campaign and its principles.